Brandon Tucker December 4, 2009 Case 13.2 The Harley-Davidson Brand Roars into Its Second Century 1. What might Harley-Davidson’s employees do to measure brand equity as they mingle with customers at motorcycle rallies? Answer: When the manufacturer blends with the consumer it can interpret and analyze several items. Identifying customization that consumers add to the bikes they buy and just the variety of cycles that people are riding. The equity a consumer puts into ones bike is a vital piece to the custom cycles that Harley-Davidson continues to put out. If they manufacture similar custom bikes, consumers would probably pay more to get the cycle they really desire. 2. Should the company continue family branding or move to individual branding for new models of motorcycles? Explain. Answer: I think the company should continue to do family branding. When one
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